| Laila Kareem, Aiswarya Direct Marketing Group, Pathanamthitta |
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The Aiswarya Direct Marketing Group of Pathanamthitta, started under the leadership of Laila Kareem of Kudumbasree neighborhood, has done commendable work since its inception and has done marketing for Rs.10 lakhs in 6 months time. The 10-member women’s team is able to earn atleast Rs.3750 per month just from the sale of Sabari Tea, a product of Civil Supplies Corporation, Kerala.
When Laila approached the Self Help Group in her neighbourhood with the idea of starting a direct marketing group, all the other women members unanimously opposed it: “Going from house to house? Leave us out of it,” they said. She then decided to start the unit, come what may.
Next, based on Kudumbasree official’s advice, she went to other neighbourhood groups to explore the idea. It was then that she came to know about the training being given to start direct marketing initiatives. It took her to visit 15 other neighbourhood groups to gather 9 other members needed for the endeavour. But once they underwent the training, the other team members were more keen to begin the programme.
With Rs.1.15 lakhs as loan from Canara Bank, Pathanamthitta, a subsidy of Rs.1.25 lakhs from Municipal CDS and their own contribution of Rs.10000, the group was formally launched on March 31, 2001. Initially, they moved out with the products of Civil Supplies Corporation. The source of their products, plus the fact that they were women from poor families contributed to the trust they could generate in the public.
The success of their effort made them add more products to their service. Besides, they took up the sale of articles produced by many neighbourhood groups. With a turnover of Rs.10 lakhs in the initial 6 months itself, the unit hopes to close the year with a turnover of Rs.25 lakhs.
Courtesy: Small Steps Giant Leaps, Kudumbashree, December 2001
Contributed by: Administrator
